VERUM ECOM FB AD STRATEGY

RULES
CPP - Cost Per Purchase
BECPP - Break even cost per purchase

Spend > 2x BECPP & Purchases = 0

Spend > 4x BECPP & CPP > Breakeven CPP

TESTING PHASE 1
The objective of testing phase 1 is to find a winning audience to target and a winning creative to scale into
testing phase 2. 

ADSET LEVEL ADS LEVEL

Creative A
Interest 1
Creative B
(Min Spend - $10)
Creative C
Creative A
Interest 2
Creative B
(Min Spend - $10)
CAMPAIGN LEVEL Creative C
Creative A
Interest 3
CBO $100 Creative B
(Min Spend - $10)
Creative C
Creative A
Interest 4
Creative B
(Min Spend - $10)
Creative C
Creative A
Interest 5
Creative B
(Min Spend - $10)
Creative C

TESTING PHASE 2
The objective of testing phase 2 is to take the winners from testing phase 1 and both verify that the winners are indeed winners, and
to also try and scale up. As you can see below in my flowchart, interest 2 was the winning adset and ad creative C was the winning ad 
in testing phase 1. 

ADSET LEVEL ADS LEVEL

Creative C
Interest 2
Creative C
(Min Spend - $10)
Creative C
Creative C
Interest 2
Creative C
(Min Spend - $10)
CAMPAIGN LEVEL Creative C
Creative C
Interest 2
CBO $100 Creative C
(Min Spend - $10)
Creative C
Creative C
Interest 2
Creative C
(Min Spend - $10)
Creative C
Creative C
Interest 2
Creative C
(Min Spend - $10)
Creative C

TESTING PHASE 3
The objective of testing phase 3 is to find winning lookalike audiences (your most targeted audiences) so that you can move these into
scaling phase 1. You can test any lookalikes that you think might work. Most of the times in the early phases I tend to find View Video 75%
and page view LAA's performing the best. 

ADSET LEVEL ADS LEVEL

Creative C
LAA 1%
Creative C
(Min Spend - $10)
Creative C
Creative C
LAA 2%
Creative C
(Min Spend - $10)
CAMPAIGN LEVEL Creative C
Creative C
LAA 3%
CBO $100 Creative C
(Min Spend - $10)
Creative C
Creative C
LAA 4%
Creative C
(Min Spend - $10)
Creative C
Creative C
LAA 5%
Creative C
(Min Spend - $10)
Creative C

SCALING PHASE 1
The objective of the scaling phase 1 is to basically try to spend as much money as possible profitably. This becomes so much easier because
at this point you've really narrowed in on your audience. You have very good lookalikes from Testing Phase 3 that are almost guaranteed to 
work. So in scaling phase 1 you can confidently spend more without all the inconsistencies of Testing Phases 1,2,3. 

So for this example, in testing Phase 3 I identified that LAA 3% - VV75% and LAA 5% - Pageview were the clear winning audiences. But 
because VV75% performed slightly better I duped it 3x and Pageview 2x. 

ADSET LEVEL ADS LEVEL

Creative C
LAA 3% - VV75%
Creative C
(Min Spend - $10)
Creative C
Creative C
LAA 3% - VV75%
Creative C
(Min Spend - $10)
CAMPAIGN LEVEL Creative C
Creative C
LAA 3% - VV75%
CBO $100 Creative C
(Min Spend - $10)
Creative C
Creative C
LAA 5% - PageView
Creative C
(Min Spend - $10)
Creative C
Creative C
LAA 5% - PageView
Creative C
(Min Spend - $10)
Creative C

SCALING PHASE 2 (END GAME)

The objective of this phase is literally as the title says End Game. You're basically done at this point. If this works you can consistently scale up
the CBO while finding buyers from the entire world. There's no limit to how much you can scale, because the entire world is your audience. 

Now alot of times this phase won't work and that's ok. Your pixel might just not be ready yet, meaning that you should continue to rinse and 
repeat the other phases until you've spent more and then give it another go. I tend to test the End Game phase every time I've spent atleast
$5k since the last End Game test. 

ADSET LEVEL ADS LEVEL

Creative C
USA
Creative C
(Min Spend - $100)
CAMPAIGN LEVEL Creative C
Creative C
CA + AU + UK + NZ
CBO $500 Creative C
(Min Spend - $100)
Creative C
Creative C
WW
Creative C
(Min Spend - $100)
Creative C